LEGO on the charge

As hipsters continue to look for the next thing that was an old thing to become the new thing someone must have raided their parent attic and ran across their LEGOs. Now the trend is developing momentum and you may see a ground swell of block-off's (I'm claiming this one) like watches, digital audio players and the like in the near future. - Buie

Coolhunter
Iconic retro brands possess strong currency right now. The latest hails not from the annals of fashion or apparel but from the world of toys - we're talking about LEGO, the multi-colored building bricks that we all grew up with. While LEGO is still one of the top children's toy brands, it is spontaneously morphing into a credible street brand, adopted by Gen Y hipsters who still nurture happy memories of playing with the blocks as kids. It's part of a bigger trend, which has seen other iconic mostly 80s brands such as Reebok enjoy unexpected revivals.

LEGO has been appearing in all sorts of unlikely applications from watches to cameras, bags and belt, to usb sticks, mobile phones and even cupcakes. Our favorites include a recent ad for hot fashion house Lanvin, which used colour-spray guns made from LEGO in a recent campaign and adorable LEGO fashion show video by Jean-Charles de Castelbajac which cast LEGO figures as fabulous high fashion catwalk models.

We can only imagine what will be next. Lego for Louis Vuitton, perhaps? Marc Jacobs and Lego - a match made in heaven. Or LEGO sunglasses - it's a cult hit waiting to happen.